William Hill rolls out new sportsbetting platform

UK bookmaker William Hill has rolled out its new in-house developed sports betting platform under the  Project moniker Trafalgar.

Project Trafalgar has been two years in the making and features a new website infrastructure and mobile application with wide capability for future development.

Customers will experience a clean, responsive layout, fast and seamless navigation enabling quicker last-minute and in-play betting, the company said.

Jamie Hart, director of innovation and customer experience said Wednesday the project has important implications for the core William Hill business – and for the innovation work of WHLabs.

“The new platform provides developer teams with an improved product delivery model, empowering them to make rapid, frequent release deployments with no dependency on third parties for our front end,” Hart said.  “Project Trafalgar signals an important shift in our digital product offering, giving us complete control over the experience we offer our users”.

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